Dynamic Models of Advertising Competition

1. Front Matter

   Pages i-ix

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2. Advertising and Competition

   • Gary M. Erickson

   Pages 1-7

3. Analytical Models and Strategy Concepts

   • Gary M. Erickson

   Pages 9-37

4. Analysis of a Lanchester Duopoly

   • Gary M. Erickson

   Pages 39-63

5. Analysis of a Vidale-Wolfe Duopoly

   • Gary M. Erickson

   Pages 65-85

6. Analysis of a Diffusion Duopoly

   • Gary M. Erickson

   Pages 87-100

7. Summary and Final Considerations

   • Gary M. Erickson

   Pages 101-109

8. Back Matter

   Pages 111-122

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For years, I have been impressed by how dynamic markets are. Marketing strategies are rarely successful without adjustments over time, and marketing managers need constantly to monitor, and anticipate when possible, important changes in the marketing environment, so that they can adapt their marketing strategies to changing market conditions. It strikes me as important that the dynamic elements of marketing be modeled and studied, and a significant part of my research activity has been dedicated to exploring the nature and implications of dynamic marketing strategies. The marketing field has used various models and methodologies in the attempt to understand dynamic markets. I must thank my dissertation advisor, Dave Montgomery at Stanford, for originally turning my attention toward time-varying parameter models some 14 years ago. From that plat­ form, I have proceeded to search for models that capture the essence of dynamic marketing, as well as for methodological tools, empirical as well as analytical, that allow insightful study of such models.

• Advertising
• Import
• calculus
• dynamic models
• marketing

• University of Washington, USA

  Gary M. Erickson

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